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Work experience

Feb 2007Jul 2011

Head of Marketing BU

Ipsos

                         Consumer Research, Consultancy

General management ofthe Marketing business unit -50% of total company revenue and profit-, leading client relationship at every level. Leadership of a team of 15 professionals and executives in both, qualitative and quantitative sides of the business.Executive committee member;accountable for BU’s P&L

  • Development and execution of strategies aimed to implant a corporate culture aligned with global guidelines, n the context of an integration process of the company with a local one
  • Average conversion of 15 clients new clients per year, and development of marketing, cross-selling and loyalty oriented initiatives, that resulted in an aggregated growth of 45 % in less than 5 years.
  • Recovery and increment up to 4 times of the local business volume of #1 company global client (P&G), generating learning and good practices capitalized and deployed across Latam region.
  • Management of pricing strategy changes that resulted in a profit upturn in excess of 30% sincethe first year in charge of operation.
Mar 2003Jun 2006

Head of South Cone Region

The Nielsen Company/BASES

Marketing  & Consumer  Research  Consultancy

focused on  innovation and   NPD

Definition of sales & marketing plans. Support direction and development of a team of 12 direct and indirect reports; accountable for P&L of operation.

  • Generation of sales growths of 70% vs. previous years with less than 20% increment in cost of payroll.
  • Consolidation of a working team with very low levels of motivation, lowering rotation levels to almost zero in less than one year.
  • Development of new external vendors generating cost improvements of 20%.
  • Consolidation of key client relationship, recovering trust and generating commercial bonds that helped to above mentioned volume growth.
Oct 1996Jun 2001

Marketing Director - International Markets

CEPAS ARGENTINAS S.A. (Gancia) – BACARDI-MARTINI

Consumer Packaged Goods: Food & Beverages

In charge of strategic planning, positioning,consumer research, marketing & communications development,product launching and leadingthe commercial operation of the company in the international markets. The position reports to the CEOand supervises a team of 10professionals in the marketing & sales areas.

  • Development and approval of a 5-year strategic plan that enabled the opening since start-up level, of full commercial operations in Latam, Europe and the USA.
  • Total and final responsibility for the business result of the most relevant brands of the company in the overseas markets generating 20% increment of company top line in less than 3 years of operation
  • Adaptation of product and brand strategy & positioning, to each target market needs;beingin charge ofapproving the development and executionof communication..Negotiation, management, supervisionand evaluationof all marketing suppliers: advertising, promotion, PR, packaging design and consumer research agencies; being in charge of planning, consolidatingand tracking annual marketingbudgets of over USD 15MM
  • Leadership of the commercial and contractual relationship with distributors and trade partners in each marketof operation, negotiating commercial conditions, fees, and credit levels getting initial distribution levels above 60%. 
Mar 1992Sep 1996

New Products Development Manager

CEPAS ARGENTINAS S.A. (Gancia) – BACARDI-MARTINI

Definition, leadership and execution of the new product developmentand innovation strategic plan.

  • Direction of development and launching of a new beverage brand – Pronto Shake- that got a pay pack of the USD 15MM launching investment after only4 months in-market. It turned into the 3rd brand of the company grabbing 15% of sales. Awarded international business recognitions in FIAP, New York Festival, Clio and SIAL.
  • Re-introduction of Bacardi brand in Argentina , achieving a volume increase of 500% in one year. Currently brand sales 20 times more than beforemy performance, and has 70% market share.
  • Implementation ofinnovations developing new product varieties and line extensionsin quite a number of food and beverage product categories,resulting inprofit and business size increases of up to 50%.
  • Generation of all kind of image and communication strategies, being used to handle marketing budgets ranked as the most important of the CPG industry.
Dec 1987Feb 1992

Product Manager

GRUPO CATENA ZAPATA

Management of marketing and communication for the products/brands in charge

Consumer Packaged Goods: wines,  juices and beers

  • Production of marketing plans and in charge of supervising the achievement of the share and turnover targets; leading the relationship with the sales department towards definition and revision of commercial objectiv
  • Supervision of work and quality delivery ofconsumerresearch external vendors , handling a yearly research budget of up to USD 800
  • Execution of packaging design innovations that generated cost improvements up to 50%
  • Interaction with advertising and promotion agencies, handling and supervising media investment budgets of circa USD 5 MM.

Education

Leading Case -check ad below-

Global Business Expossure

Beverage brands in charge

Results Orientation

Done B2B with market leaders

Expertise in Innovation World

OTHER ACTIVITIES & SKILLS

Global Class Executive

Consumer Evangelisation Example

Summary

Proven managerial track record sourced in  CPG marketing and new product development environments, further on,  expanded to overall business running at local, regional and global basis. Multi-continent business exposure: CE, ME, US & Latam. Experience developed at both B2C and B2B levels. Direct responsibility generating and operating products, brands and businesses from initial and research & prospecting stages through communication, launch and marketing. Teamwork oriented with strong implementation and follow-up abilities and full understanding of key financial processes: P&L accountability.  Acumen of analytical, strategic, leadership, negotiation and managerial skills & achievements:  a senior performance-oriented manager able to convert an integral vision to business realities. Fluent English and Spanish 

LANGUAGES

  • Fully bilingual:  English-Spanish
  • Good working knowledge of German, Italian, Portuguese and French

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Objective

Marketing, Commercial or Export  Director/VP at a medium to big corporate environment, within the CPG/Consumer Retail industries; or a leading position at a  marketing services firm -research, media, advertising, strategy- servicing major CPG companies.